U.S. patent application number 10/024662 was filed with the patent office on 2003-06-12 for ribbon method for displaying milk and other products.
This patent application is currently assigned to ProCorp USA Inc.. Invention is credited to Capazario, Mario, Rubin, Jeffrey.
Application Number | 20030110052 10/024662 |
Document ID | / |
Family ID | 21821746 |
Filed Date | 2003-06-12 |
United States Patent
Application |
20030110052 |
Kind Code |
A1 |
Capazario, Mario ; et
al. |
June 12, 2003 |
Ribbon method for displaying milk and other products
Abstract
A method of shelving items, especially milk, in a ribbon or
vertical fashion. This method includes dividing up a product
category into sections, and dividing those sections by size. This
method also includes shelving each size vertically, the same size
product on every shelf, from top to bottom, in a column. These
columns are then arranged from left to right, with the smallest
product column to the left and the largest product column to the
right.
Inventors: |
Capazario, Mario; (Geneva,
CH) ; Rubin, Jeffrey; (Richmond, AU) |
Correspondence
Address: |
DARBY & DARBY P.C.
805 Third Avenue
New York
NY
10022
US
|
Assignee: |
ProCorp USA Inc.
Pro Corp Holdings International Ltd.
|
Family ID: |
21821746 |
Appl. No.: |
10/024662 |
Filed: |
October 30, 2001 |
Current U.S.
Class: |
705/1.1 |
Current CPC
Class: |
G06Q 30/02 20130101 |
Class at
Publication: |
705/1 |
International
Class: |
G06F 017/60 |
Claims
What is claimed is:
1. A method of shelving products comprising the steps of: arranging
a first vertical column of a first product in a first size on a
plurality of shelves; arranging a second vertical column of the
first product in a different second size on the plurality of
shelves horizontally next to the first vertical column.
2. The method of claim 1, further comprising the step of arranging
the first product horizontally from smallest at one end to largest
at the opposite end.
3. The method of claim 1, further comprising the steps of:
arranging a second product that differs from said first product,
said second product being arranged in a third vertical column of
the second product in the first size on the plurality of shelves;
arranging a fourth vertical column of the second product in the
second size on the plurality of shelves horizontally next to the
third vertical column.
4. The method of claim 3, further comprising the steps of:
arranging the first product horizontally from smallest at one end
to largest at the opposite end; arranging the second product
horizontally from smallest at one end to largest at the opposite
end.
5. The method of claim 1, further comprising the steps of:
arranging a third vertical column of the first product in a
different third size on the plurality of shelves horizontally next
to the second column; arranging a fourth vertical column of the
first product in a different fourth size on the plurality of
shelves horizontally next to the third column; and arranging a
fifth vertical column of the first product in a different fifth
size on the plurality of shelves horizontally next to the fourth
column.
6. The method of claim 5, wherein the first size is half pint, the
second size is pint, the third size is quart, the fourth size is
half gallon and the fifth size is gallon.
7. The method of claim 1, further comprising the steps of:
arranging a third product that differs from the first and second
products, the third product being arranged in a third vertical
column of the third product in the first size on the plurality of
shelves; and arranging a fourth product that differs from the
first, second, and third products, the fourth product being
arranged in a fourth vertical column of the fourth product in the
first size on the plurality of shelves.
8. The method of claim 7, wherein the first product is whole milk,
the second product is 2% milk, the third product is 1% milk and the
fourth product is skim milk.
9. The method of claim 8, further comprising the steps of:
arranging a third vertical column of the first product in a
different third size on the plurality of shelves horizontally next
to the second column; arranging a fourth vertical column of the
first product in a different fourth size on the plurality of
shelves horizontally next to the third column; and arranging a
fifth vertical column of the first product in a different fifth
size on the plurality of shelves horizontally next to the fourth
column.
10. The method of claim 9, wherein the first size is half pint, the
second size is pint, the third size is quart, the fourth size is
half gallon and the fifth size is gallon.
11. The method of claim 1, wherein the columns of first products
are arranged immediately adjacent to each other.
12. The method of claim 3, wherein the columns of first products
are arranged immediately adjacent to each other and the columns of
second products are arranged immediately adjacent to each
other.
13. The method of claim 1, wherein the products are selected from
the group consisting of milk, bread, cereal, cookies, crackers,
soda, beer, and detergent.
14. The method of claim 1, wherein the sizes of the products are
selected from the group consisting of half pint, pint, quart, half
gallon, and gallon.
15. The method of claim 1, wherein the sizes of the products are
selected from the group consisting of 12 ounce, 16 ounce, and 20
ounce.
16. The method of claim 1, wherein the sizes of the products are
selected from the group consisting of 300 milliliter, 600
milliliter, one liter, two liter and three liter.
17. The method of claim 1, wherein the products are selected from
the group consisting of whole milk, 2% milk, 1% milk, and skim
milk.
18. The method of claim 17, wherein the products are selected from
the group consisting of flavored milk, buttermilk, cream, flavored
creamers and soy milk.
19. The method of claim 18, wherein the flavored milk is selected
from the group consisting of chocolate and strawberry.
20. The method of claim 17, wherein the cream is selected from the
group consisting of heavy cream, half-and-half, and whipping
cream.
21. The method of claim 1, wherein the first product is milk.
Description
BACKGROUND OF THE INVENTION
[0001] 1. Field of the Invention
[0002] This invention relates to the field of inventory shelving
and marketing. The method achieves greater sales by maximizing the
range of products to be displayed at every shelf level and thus at
eye level for every person regardless of height, and thus allows
consumers to see and access every size product of a particular item
or brand.
[0003] 2. Discussion of the Related Art
[0004] Traditionally, most products displayed in a supermarket or
any retail location that sells foods or beverages are in a
horizontal arrangement. A horizontal layout of products groups like
sizes of the same product together on one shelf and then different
sizes of the same brand on the shelves above and below. For
example, milk, traditionally, is sold where the largest (one
gallon) containers are on the bottom shelf and the smallest
containers (1/2 pint) on the very top shelf. This was traditionally
done to maximize shelf spacing. Placing like size items on the same
shelf allowed that shelf to be set at one height and the products
had very little gap between shelves to maximize the use of shelf
space.
[0005] However, this method of stocking, while maximizing shelf
placement, makes size selection by the consumer more difficult. The
`horizontal` method places only one size out of many at any one eye
level. In addition, the largest size item is typically placed on
the lowest shelves, which is not at eye level for a majority of
consumers. Yet the largest size item is typically the product that
produces the most profit for the retailer and the wholesaler and
the best value for the consumer. For example, milk alone comes in
at least five (5) different sizes inside the United States (1/2
pint, pint, quart, 1/2 gallon and gallon) for each type (whole,
skim, etc.) of milk. Under the horizontal shelving method, only one
of these sizes can be at any one eye level at one time and thus the
consumer has to search for their preferred size if it is not at
their eye level. Also, studies have shown that consumers are more
likely to purchase items at eye level rather than searching or
reaching for the correct size.
[0006] Stores retain the horizontal shelving method because of
fears that any shelving arrangement other then the horizontal
shelving of product would lead to a reduction in the amount of
product that can be displayed and kept on the shelves at any one
time. Another difficulty with a non-horizontal system is restocking
location. When an item is stocked horizontally, it is very simple
to tell when a product is no longer on the shelf, what size the
product is and where it belongs. Switching to another shelving
method can create increased confusion.
[0007] To maximize the consumer's choice of goods and to minimize
the search time required to find the correct size item, a system of
stocking items is needed that will place the entire range of
product sizes at every eye level. With every size product at every
level, the consumer will not have to search for the size they want
and that will maximize the sale of that product allowing consumers
to choose the larger size products with greater ease. This system
is very efficient for the consumer and also alleviates all of the
store's fears in switching to another shelving method. Trials in
Australia and the United States have shown that switching to the
vertical shelving method does not reduce the amount of product that
can be displayed or shelved. The vertical method of shelving will
cause no greater difficulty in stocking procedures. The vertical
arrangement spreads the product out vertically, thus there will not
be just a "hole" on the shelf but a small and easily determined
ribbon of missing product. Also, confusion is easily eliminated
with photos or planagrams. A digital photo or planagram can be
taken or generated showing the new arrange the shelves. Employees
can then just follow the picture as to where the item should be
shelved and what size the product is.
SUMMARY OF THE INVENTION
[0008] The current invention uses a `ribbon` or `vertical` method
of stocking the shelves. Instead of designing the shelving scheme
to maximize the shelf spacing, this invention maximizes the amount
of product shown at every eye level. The ribbon model was
specifically designed for dairy case management and its specific
problems. However, any product, including bread, beer and soda, can
be shelved in the ribbon fashion to maximize customer
selection.
[0009] However, the ribbon model for dairy case management, in
accordance with the present invention, is a completely different
way to shelve and present milk. First, in the United States there
are a minimum of five (5) different types of milk:
[0010] 1) Whole Milk
[0011] 2) 2% or Reduced Fat
[0012] 3) 1% or Low Fat
[0013] 4) Skim or Fat Free
[0014] 5) Flavored
[0015] Next, for the presentation on the shelves, the milk is
divided into two sections:
[0016] A) Meal Ingredients--This category includes of Whole Milk,
2% (Reduced Fat) and 1% (Low Fat Milk). These sizes are the one
gallon, 1/2 gallon and one quart containers.
[0017] B) Beverages--This category includes of Whole Milk, Skim
(Fat Free), and Flavored (including Soy Milk). These are the pint
and 1/2 pint containers and some quart containers, depending on the
product.
[0018] The products are not stocked by shelf size or brand name but
vertically by size. Thus, from left to right on the display case
there will be all of the one quart containers stocked in a column
so there is a one quart container on each shelf from the lowest to
the highest. Next would come the 1/2 gallon containers placed to
the right of the quarts in the same vertical fashion. Thus, each
size is a vertical ribbon of the same size product spanning from
the top shelf to the bottom shelf. Then the system would repeat
through the Meal Ingredients products to the Beverage products. The
first size in the Beverage category would be the 1/2 pint
containers to the left of the pint containers. Thus, this system
will go from high fat to low fat milk and every size of every brand
will be at every shelf level.
[0019] This system can be used to arrange any beverage or product
but was developed especially for the novel problems with dairy
products. Key features of the ribbon system in the United States is
that nationally we sell milk in larger sizes than other countries.
Using Australia as an example, they sell milk in 300 milliliter,
600 milliliter, 1 liter and 2 liter (in English measure
approximations that is 1/2 pint, pint, quart and 1/2 gallon
respectively). In the United States, sales of the gallon size was
particularly improved by moving it off the bottom shelf, where it
has traditionally resided, to be at every persons' eye level. Using
this system, sales are expected to improve upwards of 10%.
[0020] Another aspect of milk that differs from most items is that
it is a perishable item. Milk typically has a shelf life of
approximately eleven (11) days. Since each size has its own
vertical facing, it is easier to identify the product and rotate
the stock, keeping the oldest product out front where the consumer
will easily select them.
[0021] Even without milk's special considerations, this system can
benefit any product by making every size variant available at every
shelf and every persons' eye level.
BRIEF DESCRIPTION OF THE DRAWINGS
[0022] The foregoing and other features of the invention will be
more readily appreciated from the following description of an
exemplary embodiment taken in conjunction with the accompanying
drawings, wherein:
[0023] FIG. 1 is a schematic representation of the ribbon model for
milk, where the ribbons are arranged by product alone;
[0024] FIG. 2 is a schematic representation of the ribbon model for
milk, where the ribbons are arranged by product and subdivided by
brand;
[0025] FIG. 3 is a schematic representation of the ribbon model for
milk, where the ribbons are arranged by brand and then subdivided
by product;
[0026] FIG. 4 is a reproduction of a photo of the ribbon model for
milk; and
[0027] FIG. 5 are two reproductions of photos showing both a
horizontal and ribbon model of shelving.
DETAILED DESCRIPTION OF THE PRESENT INVENTION
[0028] Referring now to FIGS. 1-5, a system whereby items are
shelved so every size item is at every eye level in accordance with
the present invention is illustrated. FIG. 1 shows a chart 10,
which illustrates a ribbon model of shelving. The ribbon model
places at least one of each size product on every shelf, top to
bottom, in one column. Then the next size of the same product is
placed in a vertical column immediately to the right of the first
size. This is repeated for every size product in the same category.
Then the next variant of the product is placed immediately next to
it, also in corresponding columns of size order (e.g. half pint,
pint, quart, half gallon, and gallon). Thus, the ribbons for each
size product coalesce to form broader ribbons of each type of
product (e.g., whole milk, 2% milk, 1% milk, skim milk, and
flavored milk).
[0029] FIG. 2, shows another chart 20, which illustrates the
product within a category to be divided by brand. Here, all whole
milk is arranged together, however, each dairy will have their
ribbons placed together. Thus, Dairy A's whole milk will have the
size ribbons from smallest to largest, then Dairy B's whole milk,
etc. Then it would be Dairy A's 2% milk, then Dairy B's 2% milk and
this would repeat for as many dairies and milk products that each
dairy sells. This arrangement works best with products that do not
have very strong brand recognition. Here, consumers are not looking
for a particular dairy's milk, but for milk of a specific size and
fat content. Products like milk, eggs, cheese, etc. are the
products best suited for this type of ribbon method.
[0030] Another way of shelving products is shown in FIG. 3, which
illustrates a chart 30 that divides the products by brand, then by
category and then each category by size. Thus, all of Dairy A's
milk, from whole to skim, will all be arranged next to each other.
So, for Dairy A, all the whole milk from l pint to gallon, then the
2% milk from 1/2 pint to gallon, etc. Dairy B's selection is
shelved in the same manner on the shelves next to Dairy A's
ribbons. This method is much more effective for products with very
strong brand recognition. Here, consumers want a particular brand
and this method lays out every size of that brand in ribbon
fashion.
[0031] The many ribbon methods can be used for a wide variety of
products. This system is extremely effective for the shelving of
milk. For example, FIG. 4, shows a chart 40 where milk is shelved
by category, such as from high fat content 42 to low fat content
44, and then from 1/2 pints 46 to gallons 48.
[0032] The advantages and differences can easily be seen once a
horizontal and vertical shelving method shelves are directly
compared. FIG. 5 shows two charts 50 and 60 that show horizontally
shelved milk display cases. Charts 70 an 80 show the same
respective dairy cases shelved vertically. The advantages of every
size on every shelf become readily apparent.
[0033] However, while the invention has been described with
particular reference to milk, the approach of the invention can be
used to improve sales efficiency of any grocery item, including,
but not limited to, other dairy products, bread, beer, soda,
cereals, meat, cookies and canned goods.
[0034] The system for soda would preferably be the brand method
because of the strong brand recognition with these products. Here,
all of one brand (e.g., COKE.RTM. or PEPSI.RTM.) would be put in
size ribbons by type. Thus, for the first brand, that brand's
products would be arranged with regular first, then caffeine free,
then sugar free and then both caffeine and sugar free would be
placed in separate size ribbons. Sizes can range from individual
sixteen (16) ounce (oz) bottles to full three (3) liter (1)
bottles. This would then repeat for the second brand, third brand,
etc.
[0035] Products other than beverages can also be shelved using this
method. For example, meat can also benefit from using the present
invention method of shelving by using the category ribbon method.
Here all the different cuts would be shelved by weight. Thus, all
the steaks in one category, stew meat in another, and chop meat,
etc. in yet other categories. In each category, low poundage cuts
would be arranged to the left and high poundage cuts to the
right.
[0036] Less perishable items, like dry cereal, will also benefit
from the ribbon method of shelving. Cereal will be most likely
grouped by flavor or sugar content. Thus, all the chocolate
flavored cereals, then the frosted cereals, then the non-frosted
flake, etc. By using this method, especially for the children's
cereals, the larger sizes will be placed closer to the eye level of
the child, regardless if the child is seated in the shopping cart
or is walking alongside.
[0037] The present invention is not to be limited in scope by the
specific embodiments described herein. Indeed, various
modifications of the invention in addition to those described
herein will become apparent to those skilled in the art from the
foregoing description and the accompanying figures. Such
modifications are intended to fall within the scope of the appended
claims.
[0038] Reference citations, patents and patent applications, and
product descriptions and protocols are cited throughout this
application, the disclosures of which are incorporated herein by
reference in their entireties for all purposes.
* * * * *